Role
Dr Siti Intan Nurdiana Wong Abdullah (Diana) is a Senior Lecturer in the Nottingham School of Business. Besides being a Certified Management & Business Educator and a Senior Fellow of Advance HE (SFHEA), she leads the Level 6 modules - International Tourism and Strategic Marketing and teaches across Level 4, 5 and 6 modules. She also contributes as a course tutor providing pastoral care for undergraduate students.
As part of her role, Diana is a member of the School’s Marketing and Consumer Studies (MACS) Research Group and Member of the Behavioural Economics Applied Research (BEAR) group. She writes and publishes articles, participates in conferences, serves as a reviewer, editorial member and research grant assessor.
Career overview
She obtained her PhD degree from Universiti Putra Malaysia in 2020 under the Malaysia government's scholarship scheme (MYBrain). Her thesis was on pro-environment behavior among millenial tourists with a focus on marine protected destinations. Before joining the academia, she was managing global sales and supply chain for a South Korean multinational company and ran a small business importing handmade bags that were made by single mothers in Vietnam.
Prior to joining NTU in 2023, she was a senior lecturer and Head of Program (postgraduate coursework) at National University Malaysia (Universiti Kebangsaan Malaysia) in which she leads the MBA module for Strategic Marketing and Sales Analysis and Strategy besides supervising MBA projects and doctoral students. She has a vast academic experience with over 16 years of teaching experience. Following her expertise and experiences in teaching and mentoring, she was one of the nominees for the National Outstanding Educator Award 2022. She has also taught various marketing-related modules including global marketing and services marketing in dual award programmes awarded by University of Hertfordshire, UK and leading contemporary modules such as social media analytics in fully online MBA programme at private universities in Malaysia.
She has been actively involved in student recruitment, marketing, international partnerships, curriculum design, mentoring students in work-based learning and event-based learning projects and consultancy work for SMEs. She is passionate in socio-environmental projects and has worked with a number of NGOs including World Wildlife Fund (WWF), Ecotourism & Conservation Society Malaysia, Kechara Soup Kitchen, Raleigh International and ARK Egwood, Somerset.
Research areas
Diana’s areas of research include:
- sustainable tourism
- green consumption behaviour
- ecotourism marketing
- social, environmental and ethical consumerism
- circular tourism economy in destination management
- services management
She has published numerous articles, book chapters and presented her research outputs at various national and international conferences. She also contributes to journals as peer reviewer and editor and has won several research grants including the Fundamental Research Grant Scheme from the Ministry of Higher Education, Malaysia and British Academy/Leverhulme. She has strong penchant for collaborative work, actively engaging with external networks, including her active participation at international level with researchers from across regions.
External activity
- Reviewer (Journal of Cleaner Production; British Food Journal; Journal of Ecotourism; Environment, Development and Sustainability; Humanities and Social Sciences Communications etc)
- Track chair and keynote speaker for international conferences
- Editorial Board Member, Humanities and Social Science Communications (Springer Nature)
- Senior Advisory Board Member, Association of Global Educators
Publications
View Diana's full list of published work.
Tung, A. G., & Abdullah, S. I. N. W. (2026). Digital communication and online reputation management in a hyperconnected world. In P. L. Tan, & K. Sang (Eds.), Investigating persuasion and storytelling for effective communication (pp. 123-152). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3373-5263-3.ch006
Radzuan, H., Abdullah, S.I.N.W. & Xue, J., 2025. How bus stops and bike lanes can make or break your festive city trip, The Conversation, 15 Dec. Available at: https://theconversation.com/how-bus-stops-and-bike-lanes-can-make-or-break-your-festive-city-trip-26996
Amaliyah, A., Sahlimar, N. S., Dimisyqiyani, E., Pertiwi, A. R., Putri, E. L. H., & Abdullah, S. I. N. W. (2025). Smart archive management: the interplay of organizational culture and knowledge governance. Record and Library Journal, 11(2), 424-440. https://doi.org/10.20473/rlj.v11-i2.2025.424-440
Abdullah, D., & Shahrin, F. (2025, June 11). Beyond ‘publish or perish’: rethinking success, well-being, and inclusion for early career [Presentation / Talk]. BERA : Beyond publish or perish: cultivating excellence in scholarly publishing, University of Leeds. https://www.bera.ac.uk/...-publish-or-perish-2025
Chow, P. L., Phuah, K. T., Lim, B. J. H., Abdullah, S. I. N. W., Ow, M. W., & Khoong, T. W. (2025). Unlocking career success: how digital literacy shapes future job journeys. In C. Y. Fung, A. S. S. Lim, W. M. Lim, & H. F. Cheong (Eds.), Future of work in Asia: transforming work models, workforce dynamics and workplace technology (pp. 123-148). Springer. https://doi.org/10.1007/978-3-031-95804-5_7
Press expertise
Sustainable Tourism and Consumption